• Journal of the Korea Convergence Society
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• v.8 no.12
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• pp.243-248
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• 2017

This study set the standard for label standardization of foreign sports apparel. Based on the theory of labels, the labels were scanned around the internal T-shirt of sports apparel brands. Based on the plan, 32 young men and women surveyed 32 tentative labels. As a result, The survey revealed that the respondents preferred the information of size, fit, washing symbol mark, and function. Based on these results, the complementary labels were designed for balance, simplicity, coherency, cognitive, and harmonization. The study interviewed 12 men and women in their 20s and 30s. As a result, the subjects indicated that they selected cognitive preference for labels because of the maximum, minimum spacing, and emphasis on information representative.

• Fashion & Textile Research Journal
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• v.18 no.1
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• pp.48-62
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• 2016

Consumers have come to demand high quality, affordable prices, and innovative product designs of the outdoor wear market due to their well-being and leisure oriented lifestyle. A new system of business in outdoor wear has emerged in the process through which corporations have endeavored to satisfy such consumer needs. Outdoor wear brands have utilized social network services (SNS) such as Facebook and Twitter as means of marketing and have built close relations with consumers based on communication through these media. Recently, explosively escalating SNS data are referred to as social big data, and now that every consumer online is a commentator, reviewer, and publisher, the outdoor wear market and all of its brands have to stop talking and start listening to how they are perceived. Therefore, this study employs Social $Metrics^{TM}$, a social big data analysis solution by Daumsoft, Inc., to verify changes in the allusions related to outdoor wear market found on SNS. This study aims to identify changes in consumer perceptions of outdoor wear based on changes in outdoor wear search words and trends in positive and negative public opinion found in SNS social big data. In addition, products of interest, the major brands mentioned, the attributes taken into consideration during purchases of products, and consumers' psychology were categorized and analyzed by means of keywords related to outdoor wear brands found on SNS. The results of this study will provide fundamental resources for outdoor wear brands' market entry and brand strategy implementation in the future.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.1
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• pp.95-111
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• 2019

This study is the 2nd report following "A Study on the Characteristics of Material in the Korean Up-cycling Fashion Brands (Part I)" that handled the development of upcycling props using the characteristics of upcycling material. The 2nd report analyzed product types and materials focusing on 21 foreign upcycling fashion brands. It analyzed the characteristics of upcycling fashion materials using the case analysis of coffee bean bag and waste denim based on external characteristics and internal characteristics. We then classified the external characteristics into environment/economic feasibility and availability/mixture and the internal characteristics into historicality/story and originality/scarcity. Five bags were designed and produced for the actual commercialization of fashion products based on such characteristics of materials, with the use of coffee bean bags and waste denim as upcycling materials. This study is differentiated from existing research by its suggestions for the utilization of fashion product upcycling coffee bean bags and waste denim. Also, upcycling fashion products could be competitive products in eco-friendliness and originality that can be a driving force for the sustainable development of fashion industry through the differentiation of existing fashion products.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.12 s.138
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• pp.1583-1595
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• 2004

Simon and Sullivan(l993) estimated that clothing and textile related brand equity had the highest magnitude comparing any other industry category. It reflects that fashion brands reinforce the symbolic, social values and emotional characteristics being different from generic brands. Recently, Kim and Lim(2002) developed a fashion brand equity scale to measure a brand's psychometric properties. However, they suggested that additional psychometric tests were needed to compare the relative magnitude of each brand's equity. The purpose of this study was to recognize the psychometric constructs of fashion brand equity and validate Kim and Lim's fashion brand equity scale using the measurement invariance test of cross-group comparison. First, we identified the constructs of fashion brand equity using confirmatory factor analysis through structural equation modeling. Second, we compared the relative magnitude of two brands' equity using the measurement invariance test of multi-group simultaneous factor analysis. Data were collected at six major universities in Seoul, Korea. There were 696 usable surveys for data analysis. The results showed that fashion brand equity was comprised of 16 items representing six dimensions: customer-brand resonance, customer feeling, customer judgment, brand imagery, brand performance and brand awareness. Also, we could support the measurement invariance of two brands' equities by configural and metric invariance tests. There were significant differences in five constructs' mean values. The greatest difference was in customer feeling; the smallest, in customer judgment.

• Science of Emotion and Sensibility
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• v.18 no.4
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• pp.75-86
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• 2015

As a part of integrated study for technical communication between consumer and manufacturer of functional clothing, functional clothing consumers were categorized based on their perception of the functional outdoor jacket and the differences in the source of information and use of hang-tag were examined according to the groups. Questionnaire survey was conducted on 472 males and females in their 20s to 60s, who have experience of purchasing functional outdoor jackets. Perception of functional outdoor jackets was classified into four factors ('functionality', 'price', 'experience/knowledge' and 'brand/design') and the respondents were categorized into three groups according to the factors: 'unconversant/brand & design pursuing group', 'conversant/function pursuing group' and 'high-priced products preferring group'. 'Unconversant/brand & design pursuing group' was composed of high rate of office workers and students in their 20s and 30s who use internet most frequently as source of information while 'conversant/function pursuing group' was composed of high rate of professionals in their 40s and 50s who make the most frequent use of information on hang-tag. 'High-priced products preferring group', which has high rate of the elderly in their 60s and housewives, obtain their information mainly from salespersons. 'Unconversant/brand & design pursuing group' was satisfied with functional information more than other two groups and 'conversant/function pursuing group' concerned for the hang-tag and required more explanation of terminology used in hang-tag. The results effectively explained the features of consumer groups and their different responses toward the information of functional outdoor jacket.

• Science of Emotion and Sensibility
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• v.24 no.1
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• pp.11-24
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• 2021

This study investigates the buying behavior pertaining to Japanese brands according to the degree of patriotism of consumers in their 20s. A survey of 235 university students was conducted; the survey questioned the basic purchasing attitudes of consumers in their 20s regarding outerwear and underwear and then surveyed the purchasing attitudes regarding U brand's (representative Japanese brand) outerwear and underwear. To detect the correlation between patriotism and U brand purchases, this study asked questions about patriotism and investigated basic personal information. The research results were as follows. First, there was a significant difference in consumer's purchasing attitude toward outerwear and underwear. When of consumers who are in their 20s purchase outerwear, its design was the most important factor, whereas when purchasing underwear, functionality was the most crucial factor. Second, it was confirmed that consumer's attitudes toward U brand's outerwear and underwear differed. Although the evaluation of U brand's outerwear design was not positive, the consumer tended to be satisfied with the price. U brand's score concerning the functionality of underwear products received a slightly positive response. Third, a total of 235 respondents were divided into a high- and low-patriotism-group based on questions about patriotism. There were significant differences in their attitudes toward clothing and consumer's purchasing behavior at U brand. Highly patriotic consumers thought negatively about U brand outerwear products in terms of price and product quality than low patriotic consumers; however, there was no significant difference only regarding design evaluation. For underwear products, low patriotic consumers were more positive about the price, design, and functionality of U brand products than high patriotic consumers.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.12 s.138
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• pp.1632-1643
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• 2004

The competitiveness of the domestic cosmetics market will improve more rapidly when efficient market segmentation is secured, qualitative information about each of the segmented markets is gathered, and adequate marketing strategies to meet the demands of each segmented markets is established. Therefore, continuous studies are needed to secure qualitative information for market segmentation. In order to find out whether the domestic cosmetics market could be segmented according to consumers' shopping orientation, the present study analyzed cosmetics purchasing behavior, complaint behavior, and demographic characteristics of each consumer group classified according to their shopping orientation. The study was implemented by a normative-descriptive survey method using a questionnaire. Three groups of consumers were identified according to their shopping orientation: price-oriented group, information-oriented group, and brand-oriented group. It was confirmed that the groups, classified according to shopping orientation, have significantly different demographic, purchasing, and complaint behavior. Therefore, shopping orientation should be carefully considered in the segmentation of the cosmetics market.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.4
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• pp.630-640
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• 2008

The purpose of this study was to investigate and make comparison of clothing images presented in women's formal and casual brands. The data were collected from 39 formal brands out of 155 and 64 casual brands out of 256 in Korea Fashion Brand Annual in 2005/2006. 316 words selected were classified into five clothing images according to the definition of previous researches and analyzed according to age ranges and price zones of brands. The results were as follows: 1) Formal brands focused on thirties and forties in age ranges and better and prestige in price zones, while casual brands centered on twenties in age range and better and volume in price zones. 2) Luxury, modem and feminine were more frequent words than others both in formal and casual brands, but elegant was found most frequently in formal brands, while comfortable, chic and simple were found frequently in casual brands. 3) Clothing images were classified into four types and appeared in elegance, modernity, individuality, and activeness order in formal brands, while clothing images in casual brands were classified into five types including youthfulness and appeared in elegance, activeness, modernity, individuality, and youthfulness order. 4) Elegance was a highly presented as clothing image in all the age ranges except thirties of formal brands but modernity and activeness with elegance were presented in price zones of casual brands. This study found that there were differences in clothing images in women's formal and casual brands.

• Journal of the Korean Society of Costume
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• v.62 no.5
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• pp.171-180
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• 2012

Purchasing behavior of brand clothes in internet shopping mall is largely used on the purpose of having a good quality of clothing, price advantage and shopping efficiency. This study aims to find out consumer's evaluation on the properties of brand clothes in internet shopping mall according to consumer's brand attitude(brand identification and brand pursue value). The influences consumers' evaluation of the properties of brand clothes on the purchase satisfaction and off-line brand image evaluation were also investigated. This study surveyed male and female consumers in their 20s~40s for empirical analysis in August 2011 who have purchased brand clothing through internet shopping malls. The survey was conducted on 254 subjects who were selected through online convenience sampling. Data were analyzed by using SPSS for Windows 12.0, and descriptive statistics, reliability analysis, factor analysis, and regression analysis were done as well. The results are as follows. First, it was identified that consumers' brand identification and brand pursue value had significant influence on the evaluation of physical, functional, and expressional product properties. Second, it was identified that consumers' evaluation on the brand clothing properties significantly influenced on internet purchase satisfaction and brand image evaluation. Especially, expressive property of brand clothes appeared to be the most influential factor on purchase satisfaction and brand image evaluation. The results of this study will help clothing companies with prestigious brand names to administer the product qualities with differentiation policy from off-line sales and satisfy the consumer needs in internet shopping, hence enhancing the brand image of the company.

• Fashion & Textile Research Journal
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• v.16 no.6
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• pp.908-920
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• 2014

As social networking service (SNS) users' needs and wants have become more diverse, SNS is designed to provide various services and functions. As a result, an image based SNS with the purpose of sharing various interests has emerged. More and more fashion companies are using image based SNS to use it as a medium to better communicate with their customers. This study investigates the effect of usage motivation of image based SNS with the emotion of pleasure as the mediator and its impact towards flow and brand attitude. In order to verify the research model and to test the proposed hypotheses, we conducted a pilot test on 8 image based SNS heavy users, and followed through with 215 questionnaires which were collected via online survey. The results of this study are as follows. Each usage motivation of image based SNS had significant effect on each pleasure. The visual impact had a positive effect on sensory pleasure and the common interest significantly influenced on user's affective preference. Curating, simplicity and interconnecting had a positive effect on cognitive pleasure. Affective and cognitive pleasures except sensory pleasure positively impacted the user on flow. The cognitive pleasure had a positive effect on the brand attitude. Lastly, flow had a positive effect on the brand attitude. This study is the foundation of the image based SNS academically in the new media research. Furthermore, it suggests managerial implications of a company to provide effective marketing strategy to make the best use of image based SNS.